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Editorial Planning

Editorial planning, in this new age, is not a pen and paper affair anymore. The fusion between planning and technology has dramatically transformed the editorial landscape over the last two decades, merging the power of content with software platforms, and digital marketing strategies. Next-generation technologies like Big Data mining, machine learning, and predictive analytics are taking the guesswork out of editorial planning, enabling businesses to make precise decisions in real-time. Gone are the days when planners used to say – “let us see where it goes”. Today’s editorial planning is about the result-oriented plan of action, backed up by data and critical insights. It’s about saying the right things, in the right way, in the right place. It’s about creating long-lasting impressions, standing out from the crowd with a point of view – it’s about moving out, being seen, and making it big.


With so many moving parts to consider, editorial planning can seem to be daunting at the very outset. Similar to devising a strategy for content marketing, the independent themes of editorial planning have to be designed as well, so that each aspect operates on its own to align with defined strategic goals. Editorial planning should also allow for flexibility, as content can continually undergo revamping according to emerging trends, shifting priorities, and changes in audience preferences. Like any other domain, when it comes to editorial planning, strategies that are meticulously planned after conscientious research prove to be the best ones.

Once the audience is identified, the responsibility of an editorial planner revolves around exploring accurate keywords for the target audience, drafting content that works, fixing goals, and selecting the right channels where content needs to be posted. The timing of content delivery is also crucial. Editorial planning must take into account major events, birthdays of celebrated people, festivals, and holidays of a geographic region to enhance the brand building process. Top planners make use of an editorial calendar at this point. An editorial calendar provides a ready outline of the ‘to-do’ list, and it sets the agenda for campaign managers to follow throughout the year.

The most crucial part of successful editorial planning is populating the editorial calendar. It will take quite an effort to exhaustively feed the editorial calendar with products, events, customer personas, campaign goals, content strategies, and social media objectives. When everything is pinned down and synced to the calendar, editorial planning gets a lot easier. Since there are different campaign types and marketing initiatives to take care of, a master editorial calendar needs to be created with all bits and pieces in one place. This will help marketers and campaign managers to generate a concrete publishing schedule, which they can take a look at whenever required.


In today’s world, editorial planning cannot be confined to a particular geographical location, rather, it has to scale different cultural and topographical boundaries to make a global impact. This is where the role of INAUSCO comes in. Deploying the best-in-class, open-source Content Management Systems, INAUSCO creates a state-of-the-art content managing framework for enterprises, so that they can seamlessly review their editorial planning and distribute content through preferred channels worldwide. The framework also allows brands to set reminders, which helps conduct periodical checks of editorial content strategies and campaign performances. With INAUSCO’s leading-edge content managing framework, enterprises can stack all their content, communications, and campaign outcomes in a centralized location for today’s and future’s publishing environment. Give INAUSCO a shot right now, to inject meaningful insights that matter into your editorial planning.